A Website for a Cleaning Company: How to Win Repeat Contracts, Not Just One-Offs
A cleaning company in Radom does four post-renovation flats a week and one office. The office pays less per visit, but it has come back every week for two years and nobody has to chase it. The flats pay better, except each one has to be found again from scratch. When renovations slow down in February, the calendar empties out and the arithmetic starts: fuel, wages, and whether there is enough of both.
That is the real problem in this trade, not „we have no website”. A one-off job pays cash today; a standing contract buys you a quiet year. A website will not negotiate a building contract for you, but it decides whether the property manager who typed „communal stairwell cleaning Radom” into Google ever gets as far as talking to you. Here is what belongs on that site so both kinds of customer land on it, and what actually convinces the second kind.
The two customer types search in completely different ways
The one-off customer is under pressure. The builders left on Friday, the furniture arrives on Sunday, and there is construction dust on every flat surface in the flat. They type „post-renovation cleaning” plus their town into a phone, open the first three results, and call whichever one shows a number and some kind of price fastest. The whole decision takes a few minutes.
The contract customer moves to a different rhythm. A property manager or an office manager is settling the question for a year and will have to justify the choice to a board or a boss. They check for longer: is the company insured, are the cleaners properly employed, does the same crew turn up every week, does anyone answer the phone at seven on a Wednesday morning. The enquiry usually arrives by email, and they compare three offers at their leisure.
One website has to serve both situations. In practice that means a phone number and your most common one-off service at the top, plus a separate page that answers the contract customer’s questions. The general shape of that layout is something I covered in the piece on what belongs on a website for a service business.
Spell the services out
The stock sentence on cleaning company websites reads: „we provide comprehensive cleaning solutions for private and corporate clients.” Nobody searches for that phrase, and nobody learns from it whether you clean windows at height. Every service you genuinely make a living from deserves its own heading and a few sentences of substance.
| Service | Customer type | What has to be written down |
|---|---|---|
| Post-renovation and post-build cleaning | one-off, urgent | starting rate per square metre, your next free slot |
| Window and shopfront cleaning | one-off and recurring | whether you work at height, and with what equipment |
| Office cleaning | contract | frequency, working hours (after 5pm, before 7am), scope |
| Stairwells and communal areas | contract | the schedule, who handles the grounds in winter |
| Deep cleaning of homes | one-off | what the price covers and what costs extra |
| Ozone treatment and disinfection | one-off | which equipment, how long, when the room can be used again |
That table does a second job as well. Each row is a separate search phrase in Google and a separate group of customers. A company whose site only says „cleaning” competes with everyone at once. A company with a proper post-build cleaning section, complete with prices and photos, beats half the local market on that one thing.
Service area: name the places, not „and surrounding areas”
Nobody searches for surrounding areas. They search for office cleaning in a named district, or a cleaning company in a named town and the villages around it. If your site says „we operate in Warsaw and the surrounding area”, Google has nothing to match against, and the customer twenty kilometres out has no idea whether you will drive to them.
Write it plainly: the town, the districts, the parishes or suburbs, the radius in kilometres, and any travel surcharge past a certain distance. Three lines of text that do more work than a whole section about your company values. I went through the mechanics of this in the guide to local SEO for a small business.
Quotes: a form with square metres, not „call us for a price”
The reluctance to publish prices makes sense. Cleaning a studio flat after a tiler and cleaning a house after a loft conversion are two different worlds, and a number quoted too low comes back later as an argument. But a site with no number at all loses to the competitor who at least gave a range, and it loses before anyone picks up the phone.
The way out is simple: publish your own starting rate and a minimum job value, phrased as „post-renovation cleaning from this much per square metre, minimum call-out value that much”, then put a form next to it to gather the rest. The customer gets a reference point, and you filter out the people hunting for half that figure.
Five fields are enough in a quote form: type of property, floor area, scope (windows included or surfaces only), timing, and the option to attach photos. The photos change the most, because two pictures of a kitchen are usually enough to price the job without a site visit. For contract work, add a field for frequency and preferred hours, since the entire calculation hangs on those.
What a property manager looks for before replying
The contract customer is looking for evidence, not declarations. A section of hard facts is enough, placed somewhere findable rather than halfway down a long page.
Public liability insurance with the cover amount stated, because the question about a broken pane of glass in reception always comes. Contracts and proper invoices, because a residents’ association does not settle up in cash. A note about your permanent crew and how absences are covered, because the usual complaint about cleaning firms is „a different person every month, and every month you explain everything again.” References with real properties named, even loosely: „1,200 m² office building in the centre, daily cleaning since 2023.” Plus Google reviews, ideally the ones where the customer described what was actually done.
You do not need all of it. You do need it written down, because a company that says nothing about any of this looks like a company that has none of it.
Contact that does not lose enquiries
A phone number in the header, tappable on a phone, visible on every page. That covers the urgent customer, who was never going to write an email anyway.
Alongside it, a form whose messages land in your inbox immediately, rather than in a panel you log into once a month. An enquiry sent by a property manager on Friday afternoon and read on Wednesday is a lost enquiry, because three other firms replied by Wednesday. What breaks contact forms, and how to set one up so it genuinely collects enquiries, is the subject of a separate piece on building a contact form that actually gets enquiries.
The website and the Google profile work as a pair
Your Google Business Profile wins the moment when someone is standing in the dust and needs help right now: map, phone, reviews, hours. The website wins the moment when someone is comparing three firms before signing a year-long contract. The details have to match in both places down to the character, including name, address and phone number, because a mismatch can hurt you in local results and simply looks careless.
How this works at our end
I am describing my own service here, so read it with that in mind. With Sitario you fill in a form describing the business, tick your services and your service area, and about an hour later you look at a finished website with the copy written, a quote form and a reviews section pulled from your Google profile. You pay only after seeing the preview, and if you do not accept it, you get your money back.
The Start plan is a one-off PLN 249 including the first year of hosting, the certificate, backups and the editor. From year two, renewal is PLN 149. Form enquiries go to your email and are stored in the panel, and you fix prices or opening hours yourself by clicking the text on the page. Once a week a short plain-language summary is waiting for you: how many people visited, which phrases brought them, how many enquiries came in. The wider market rates are in a separate article on how much a business website costs.
Who this is not for
If you clean single-handed, have a full book of regulars from word of mouth, and do not want one more customer, a website changes nothing. A Google Business Profile is enough for people to find your number.
If you work purely as a subcontractor to one large facilities firm, your customers never arrive from search, and a website is a business card rather than a sales channel. And if what you actually need is a system for rotas, timesheets and quality control across fifteen sites, that is a different tool entirely, and no website will stand in for it.
In summary
A cleaning company’s website has one job: to translate what you already do well into the language your customers type into Google. Services listed out instead of „comprehensive solutions”, district names instead of „surrounding areas”, a starting rate instead of silence, a form asking for floor area instead of a request to call.
Do one thing this week: write down the five services you genuinely make a living from, and add one number to each, a starting price or a minimum size. That is the skeleton of your website, and it doubles as the list of topics people are searching for you under.